
 | From the Editor's Desk
How to Fight a Price War Price wars—retaliatory cuts in prices to win customers—can devastate managers, companies, even entire industries. Yet they’re increasingly common in electronic and traditional commerce. Witness the great price battle of 1999 in the long-distance phone industry: after the dust cleared, AT&T, MCI, and Sprint all saw their stock prices dip by as much as 5%.
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